The name of the game for independent artists is to increase listeners resulting in higher streams of their music. Platforms such as Spotify aid in fostering this growth.

Not all spikes in listenership are something to be excited about, unfortunately.

That is currently a lesson that many in the Christian hip-hop world are learning first-hand.

Playlisting Scam

As an artist, after countless hours pouring into a song’s creation, it is always a good feeling to receive a level of recognition for your work. In today’s music industry, where streams reign supreme (for now), landing your song on a playlist with a large number of followers is a great boost. Not only does it share your music with an audience that might not find out about you otherwise, but those streams impact your own follower numbers.

So the more playlists the better, right? Right?

Nope.

 

 

The playlist in question, Indie World, is curated by Artister.

According to Artister’s website, their platform boasts “Over 500,000+ Listeners” that generate monthly “over 10,000,000+ Organic Streams”.

The word that quickly jumps out is Organic.

Bots & More

Artister curates 18 playlists on streaming giant Spotify. They also have a whopping 10 followers on their account. Yet each of those 18 playlists has more than 98,000 followers individually. Many with 200,000+.

Are you connecting the dots?

Artister makes plenty of claims that would easily get the average artist excited:

“Artister.io is a small team of passionate Playlist curators and Music Industry experts. We tend to focus on discovering new talents, musicians, and passionate people, where we can help them to gain more engagement on their favorite Music Streaming Platforms.” – “Currently, we have over 8,000+ partners, ranging from Coffee Shops, McDonald’s restaurants, Public Events, and private lounges. Our partners tend to play the submitted music from our playlists upon receiving a new song-this way, both the partners and the musician profit.” – Artister’s “About Us” page.

The company also states that they do not use any bots or click farms to generate their streams. Instead, listeners get rewarded with in-system points when they listen to Artister playlists through their apps. Points can be redeemed for gift cards and more. The question is, is that the definition of Organic?

This set-up is classified as a “win-win” for everyone involved according to Artister. Unfortunately, not everyone (specifically artists) shares the same outlook.

Artist Input

I spoke with CHH artist Mitch Darrell about this situation that arose this week to get his insight.

FiveTwenty: When did the CHH community first notice that something weird was happening?

Mitch Darrell: For this specific scam, I personally noticed [it] about two weeks ago when a fellow artist reached out to me about being added to a big playlist that they didn’t pitch to. I then noticed it happen to me yesterday (July 19, 2022) and saw that it’d happened to a lot of my peers yesterday as well.

FT: You use the word scam, what makes you define what has happened that way?

MD: So the website states that they add random artists’ music to their huge playlists for one day, without them asking for it, to show the artists what their playlists can do numbers-wise. Afterward, if you want to remain on the playlist, you can pay them per day, week, or month. They claim to not be breaking any rules because [they are not] using bots. To me, this is a scam because: 1. they are adding artists without their knowledge or consent; 2. The numbers, while not made by bots, are unauthentic because the people who listen and follow are only doing so to be rewarded and not because they actually are fans of you or your songs; 3. I’m 99% positive that eventually the followers added this way (because you gain so much in a short period of time) appear as a red flag to Spotify and get removed down the line.

FT: In your opinion, why do you think that this company selected indie CHH artists?

MD: I personally feel like maybe they found a real CHH playlist and saw that it’s a big enough market to try to sell their services to.

FT: Can you explain the response we have seen from artists a little more and why they are frustrated?

MD: For me personally, and others I know, it’s frustrating because it both ruins the hard work you’ve put in to earn a real following and also hurts your authenticity. I was about to reach 1200 followers, something I was proud of. Now I’m at 1450 followers and I know for a fact that those extra 250 are not real supporters. Now if someone looks at my follower graph, they’ll wonder if I did something dishonest to gain followers.

FT: As an artist in this situation, what do you view as your next steps and how do you move forward from this?

MD: To be completely honest, I have no idea. The only thing that can technically be done is to reach out to Spotify and have them look into it. However, I’ve found that others have done that over the last year and nothing has been done.

FT: What should organic playlist placement look like in your opinion?

MD: Firstly, it should never promise that you’ll 100% gain a bunch of plays or followers. If they can guarantee that, then they’re most likely bots or something like this. 9 times out of 10, if you need to pay the platform, it’s probably not authentic. Typically, it should be set up where you email or send in a song and they decide whether they want to add it or not. A big playlist cycle is typically a week or two that songs stay up. Not 24 hours and not based on how much you pay them to stay on the playlist. The numbers should make sense. You will never gain 200 followers in a day unless your song gets reposted by Drake or someone.

FT: Do you have recommendations on how artists can be proactive to try and avoid similar situations?

MD: Honestly, I don’t. It’s so random and out of anyone’s control whether or not you are added to a playlist. I will say, don’t ever willingly use that platform or any platform that claims they’ll get you plays and followers for money.

Takeaways

At the end of the day, it is up to us in the community to make sure artists are supported. Not Spotify.

Sites such as Artister do and will continue to exist. It is a play to generate profit off of the hopes of independent artists. 

Artister offers package plans beginning at $49.99 for 1-week placement. They currently cap out with their Diamond Plan at $1199.99 for 2 months.

The best thing that fans and supporters can do is simple. If artists offer their music directly, purchase it from them. When it comes to streaming, create your own playlists and listen to your favorite artists from there; if not your own, make sure you follow reputable curators who have artist integrity in mind.

Here at FiveTwenty Collective, we curate playlists on both Spotify and Audiomack. We never charge an artist for placement on our playlists. There is a screening process to be selected for placement.

Spotify has taken steps in the past, including adding an algorithm Boost feature, to combat issues. However, more protection for artists may need to be put in place.

The independent artist community continues to grow and Streetlight Sounds is well aware.

A passion that Streetlight owner J. Crum has is to see indie artists succeed.

Crum began the Streetlight venture in part due to the COVID pandemic. Music venues were shut down which brought touring to a halt, something every artist needs to turn profit. He decided that he couldn’t let that stop him. Crum began focusing on digital marketing. Guess what? He made more money through music than ever before, despite a pandemic.

After talking with fellow artists, Crum noticed a need that he thought he could address.

Artists were struggling with making the switch to building a fanbase online.

Crum began offering advice and walking friends step by step through what he did. The thing that he continued to hear was that he should start a company to help more artists. After a lot of thought, that is exactly what he has done.

J. Crum has officially announced the launch of Artist Elevate, an online course focused on archetypal music marketing.

 

“Today, I’m receiving messages almost on a daily basis from people who are on the same journey as you are. Learning how to brand themselves and build a fanbase, while having fun in the process.”

For those familiar with the content already available on Streetlight Sounds website, you are probably already making the connection between Artist Elevate and Crum’s Free Game video series. While countless artists have benefited from the Free Game videos, Crum is set to deliver his knowledge of building a music career in the digital market in a structured online course.

“Until now I’ve always had to turn everyone down. I just didn’t have time to take everything I know about archetypal music marketing and put it into an online course.”

With his Instagram inbox full of messages from indie artists looking to learn his method, Crum was finally convinced that now was the best time to teach others about archetypal music marketing.

“Yes, I’m finally doing it!”

J. Crum has already worked with more than 50 artists around the United States.

The artists who have benefited from Crum’s teaching have already their music careers transform. The key? Building passionate fanbases.

Paying for playlist placement doesn’t work anymore. Crum is looking to fuel the movement of the future. On Monday, July 19, 2021, Crum announced that independent artists have the opportunity to begin seeing things change for them. They can be a part of the shift and begin applying archetypal music marketing to their releases.

If you’re interested in learning how to brand yourself, build a passionate fanbase, and implementing archetypal marketing – then now is your chance.

J. Crum will be teaching a small number of artists everything that he knows on August 16, 2021. He’s putting his knowledge in a package that is easy to digest. You can sign up now to be a part of the limited, exclusive class. Get on the early-bird waitlist.

A free six-part video series will be released as well that covers archetypal music marketing and the online course. By signing up for the *early-bird waitlist, you’ll be notified when the free training goes live. The training will include strategies, techniques, and tactics that Crum has yet to talk publicly about.

*Early registration can increase your chance of getting a spot in the class. You’ll receive a special link one day before the course launches to the public.